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THE CANTONI STORY
A GOOD IDEA JUST GETS BETTER
THE CANTONI STORY
A GOOD IDEA JUST GETS BETTER
BY MICHAEL WILKOV, FOUNDER AND CEO OF CANTONI
In 1983, Michael Wilkov, a twenty six year old with a lot of dreams immigrated to Dallas from Johannesburg, South Africa. It wasn't the best of times in Texas: bank failures, layoffs, a slumping economy. Instead of being discouraged, Wilkov saw large opportunity.
I'd always wanted to own a retail store dedicated to great design. When I moved to Dallas, that dream originally took the form of a store offering men's fashion. In researching the market, however, I realized that a vastly greater opportunity lay in contemporary designer furniture and interior design services. So, we set out to create a store like no other.
Cantoni's mission was simply to seek out the world's finest original contemporary collections and then to create environments that reflected the lifestyles of our clients. We've grown and expanded in twenty years, and have developed other qualities that make Cantoni unique.
PERSEVERING THROUGH TOUGH TIMES
In the beginning the economy was rough and Dallas was perceived as a bastion of traditional tastes in home furnishings. My thinking was that times change, and in a market this big, diverse and dynamic, there had to be a demand for great design and a taste for the modern, and we could appeal to this audience, win others over, and grow a base of loyal customers. Twenty years, five stores in five major markets, (and more in the works), show that hard work, commitment and dedication pay off. We opened the first Cantoni in June 1984 in a modest space within a strip shopping center in North Dallas. The original staff of two did everything from buying and selling, designing the displays, warehousing, deliveries and housekeeping. Like all new businesses, we worked around the clock and loved it.
CANTONI CATCHES ON
Even then Cantoni created buzz. We had almost no advertising budget, so it was word of mouth from customers who liked our product, our design, and our commitment to service! I'm happy to say that two decades later, some of our best customers are some of our longest-standing. Looking back, I believe we began to fulfill our vision from the very beginning.
We named our store Cantoni and showcased Italian design almost exclusively. In 1985, I attended my first Salone Internazionale del Mobile exhibition in Milan, the epicenter for contemporary furniture design and have gone to every Salone since. In that first year I met the Malerba family of Pesaro, Italy, furniture manufacturers who today represent our interests in Italy.
EXPORTING CANTONI TO HOUSTON
While our collections were leading-edge designs from day one, our business practices were conservative. We grew slowly and steadily, learning from experience, refining Cantoni as a brand that represents the best in design and customer service. Eight years into our history we expanded, to export what we call the Cantoni Experience to other markets.
First stop, Houston. Over the years, we’d built a large, enthusiastic customer base of Houstonians. We found an excellent location in the prestigious Galleria district and opened in March 1992. At the same time we planned a quantum leap in Dallas. Less than two years after the Houston launch, we moved from our cramped 10,500 square ft. store in Dallas to a new headquarters facility: 30,000 square ft. of showroom and 30,000 square ft. of office and warehouse space.
I told everyone – We are now in a new ball game and it’s time to raise the level of our game.If anything, that was an understatement. In just under ten years, |
Cantoni proved there was a market eager for great contemporary style and creative interior design. Most importantly, our insistence on putting the customer first generated a positive message that traveled far and wide.
NEXT: SOUTHERN CALIFORNIA
Going to school on the infinity of details and challenges involved in our initial expansions, we moved into a new free-standing 30,000 square ft. building in Houston in 1996 that tripled our space. But the next step up for Cantoni was a step out. To California.
We believed Southern California would be right for Cantoni. After much research, we chose Irvine, opening in March 2000. Later that year we debuted our 80,000 square ft. distribution center in Dallas and larger warehouse in Houston – which were logical developments given our growth. Two years later came Cantoni Los Angeles, and in 2003, both Cantoni Atlanta and the Dallas Outlet opened. Which brings us to our twentieth year and a look back at what went right.
I’ve identified five qualities that set Cantoni apart: purpose, product, presentation, performance and people.
PURPOSE
Purpose, of course, is that unchanging founding mission: to seek out the world's best original contemporary design in home furnishings and create environments that reflect the lifestyles of our clients.
PRODUCT
The Cantoni product, or as we like to call it, the Cantoni Collection includes the entire range of furniture, accessories, rugs, lighting and art found in our showrooms. The collection is infinitely more valuable to you by the Cantoni Design Studio and the professional creative services available in every Cantoni store. Our design teams provide an invaluable service to our clients. We're not just about selling a piece of furniture but rather about building a relationship with our clients and creating their dream space.
PRESENTATION
Presentation has to do with the extraordinary visual displays that sweep you into Cantoni and pull you from room to room. Our Visual Display teams love to show our product off and give you design ideas. Visiting Cantoni is always an adventure for the senses, and as the displays are constantly changing; we urge you to visit often. Many customers see a particular display and order everything – as is – right down to the paint color on the backdrops.
PERFORMANCE
Performance simply refers to our goal of putting the customer first. Not only our Design Consultants, who'll greet you when you step into Cantoni, but everyone involved in your transaction: placing, tracking, quality controlling, receiving and delivering your order. We want every client to have the Cantoni Experience.
Performance also applies to our vendors, who must live up to our standards. It's all supposed to be seamless. It doesn’t always work that way, but we never stop trying. Our Triple C policy (Cantoni Customer Commitment – putting the customer's needs above all else) isn't just a slogan, but a standard for performance that's heeded company wide. We want your experience to be special because your satisfaction drives our success.
PEOPLE
The final quality, people, completes the picture. Recruiting and keeping the best people is the hardest part of our business, and the most rewarding. I think all I need do is point out that a number of Cantonians have been with the company for five, ten, fifteen years, and happy to make a career here. We profile just a few of them in every issue of IN.
Looking back, we are proud of where we are, how far we've come and what opportunities lie ahead. Expanding Cantoni to other markets is a tremendous challenge financially and operationally and we take it very seriously.
I want to thank all Cantoni customers, team members and vendors for their role in buying into our dream and helping us realize it and some. Wow, 20 years! Without all of you, none of this would have been possible. It's been, as they say, a great ride, and I truly believe the best is yet to come! |
